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Exam 17: Integrated Marketing Communications

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Question 31

Multiple Choice

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Connie asked her sister Natasha to help her pick an aftershave for their brother. Natasha started reciting a list of different brand names, when Connie stopped her and said, "I recognize that one." Marketers call this

A) selective recall.
B) free association.
C) aided recall.
D) recall mapping.
E) top-of-mind awareness.

F) All of the above
G) B) and C)

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Question 32

Multiple Choice

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As director of marketing, Johan uses prior sales and communication activities to determine the present communication budget. This describes which method of IMC budgeting?

A) reach and frequency
B) track and decode
C) objective-and-task
D) rule-of-thumb
E) sender-receiver

F) A) and B)
G) A) and C)

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Question 33

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Public relations is the component of IMC that has received the greatest increase in aggregate spending.

One of the newest IMC efforts is the use of corporate blogs. Why do businesses use them?

As the number of communication media have increased, the task of understanding how best to reach target customers has become easier.

Personal selling can be successful only through the use of print, newspapers, and radio.

Public relations is the component of IMC that

Julie is developing a budget for her firm's IMC program. First, she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget.

The manufacturer of Beats headphones by Dr. Dre decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of these represents a likely breakdown in the communication process here?

In the IMC communication process, the __________ is the medium that carries the message.

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and a consumer's purchase.

In the IMC process, noise can occur as a result of lack of message clarity, a flaw in the medium, or

When Molly asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were

Carlos uses a company blog to announce new merchandise, get feedback from customers, and allow customers to share information about his products. His frequent customers use the blog on a regular basis to keep up with what is happening with the company's products and to share product preferences. This is called

What are the individual elements of integrated marketing communications, and how does each contribute to an IMC campaign?

What is being used by a store owner who sends out a text message to her preferred customers announcing the arrival of this season's new clothing?

How is advertising different from public relations?

In the communication process of marketing communications, the marketing department often functions in the role of transmitter.

__________ refers to the process by which the receiver interprets the sender's message.

The message originates from the transmitter, who must be clearly identified to the intended audience.